2024 Podcasting Unwrapped: A Year in Review

And just like that, 2024 draws to a close. 

This year has presented many challenges, but also opportunities in podcasting. For instance, the aftermath of iOS 17 changes, the closure of beloved podcast companies, and large-scale layoffs. 

However, podcasting continues to outpace many other media formats in terms of growth, engagement, and conversions. The year has seen record-breaking deals, podcast adaptations across various platforms, and new monetization models. Not to mention podcasting securing its spot in politics and social affairs – like the U.S. election and Paris Olympics. 

With all that in mind, this blog reveals the latest statistics, launches, news stories, releases, and podcasts that have shaped 2024’s podcast landscape and what they mean for you. 

Plus, we dive into the trends we predict will follow us into 2025, so you can stay ahead of the audio curve.

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2024’s podcast facts and stats

Podcasts are reaching and resonating with more people than ever before. We take recent stats from Edison Research, Westwood One, and Signal Hill Insights to evaluate the industry’s pulse.

Listening behaviors and demographics

• Podcast listeners are loyal with 71% of total weekly consumers tuning into episodes within 24 hours of release
• Most listeners tune into over 3 podcasts a week, favoring shows published on an ongoing basis
• On average, podcast listeners consume 7.4 hours of podcast content a week
• Since 2014, the average time spent listening to podcasts has increased by 450%
• Podcast listening in the US has reached a record high. 47% of Americans aged 12+ have listened to a podcast in the past month, a 12% year-over-year increase, with a notable 19% rise among women listeners
• Podcast listening in Australia is overall 9% ahead of the US
• 48% of 18-34 year olds listen to podcasts each week - nearly as large as TV at 50%

What this means for you:

Podcasts are reaching and resonating with more people than ever before. Moving outside US markets, global podcast consumption is up with most people listening to multiple shows each week. With substantial time spent listening to podcasts, – whether on the go or multitasking — there’s an opportunity to capture and retain a loyal listener base during times when people aren’t typically available. 

There’s no denying that podcasting is becoming an integral part of daily media consumption for many – even beginning to rival traditional forms of entertainment like TV. This shift means podcasters need to focus on consistency and relevance, ensuring they meet the expectations of a highly engaged audience. 

Marketing and advertising

• 60% of consumers remember audio and podcast ads more than they remember billboard ads
• 40% of consumers are more likely to purchase from an audio and podcast ad than a social media ad
• 68% of people listened to some or all of the podcast ads in the last episode they listened to
• 44% of Americans say they have or have considered purchasing a product or service they heard about on a podcast
• 68% of listeners prefer host reads where it’s clear that the host uses the product or service
• 42% of Americans say they trust or somewhat trust information presented on podcasts compared to traditional forms of media
• Dynamically inserted ads generate 84% of all podcast ad revenue – having almost doubled in the past two years

What this means for you:

While ad-skipping persists in all mediums, a substantial number of podcast listeners don’t just listen to podcast ads but actively engage with them. This presents a real opportunity for podcasters, especially considering that 68% of listeners prefer host-read ads. Listeners clearly value authenticity and trust the hosts of their favorite shows, making host-read ads a powerful revenue stream for podcasters.

On top of that, the rise of dynamically inserted ads is changing the game. These ads now account for 84% of all podcast ad revenue, a number that’s nearly doubled in the past two years. For podcasters, this means more opportunities for targeted advertising and greater monetization potential. 

Branded podcasts

• 50% of listeners feel positive about a brand’s involvement in a podcast as opposed to only 2% who feel negatively about it
• Trackable ROI is the biggest constraint (33%) for brands in podcasting 
• 86% of brands reported increased brand affinity as a result of their podcast
• 46% of brands see podcasts as a more effective tool for establishing thought leadership compared to other mediums
• 72% of brands report lead generation as a main benefit of their podcast post-launch
• 90% of brands are satisfied with the results of their podcasts
• Most agencies (83%) still rely on downloads to measure client success
• 41% of podcast listeners say they would listen to a podcast about a favorite brand. This is only 5% behind how likely listeners are to tune into a celebrity show

What this means for you:

Branded podcasts have proven to be one of the most effective ways to build long-term brand affinity and trust. In fact, 86% of brands report an increase in brand affinity due to their podcasts. This goes beyond just listeners tuning in; podcasts help establish an emotional connection that is brought about by their long-form, intimate, and convenient nature. 

However even though the satisfaction rate is high, the biggest challenge for many remains trackable ROI—33% of brands cite this as their primary obstacle. So, while the medium is driving impressive results, it’s clear that marketers need to find ways to measure and optimize podcast performance to fully realize its potential.

Video podcasts 

• 64% of podcast listeners found YouTube to be a better podcast experience compared to audio-only formats
• 48% of podcast listeners find new podcasts on YouTube
• YouTube is the most used podcast platform for consumption at 34%
• 54% of audiences know that the video they’re watching is a podcast because it says so in the title. This is followed by 51% who cite the studio and microphones
• 70% of audiences prefer to see hosts and guests together, live in the studio when tuning into video podcasts 
• On Spotify, the number of creators posting video content each month has increased by nearly 70% over the past year
• 84% of Gen Z monthly podcast listeners consume podcasts with a video component with 49% believing that video provides a better understanding of context and tone

What this means for you:

There’s no denying that video has firmly secured its spot in podcasting. The biggest player is none other than YouTube Podcasts. With a user base 5x the size of podcast apps, the site has already ranked the top platform for consumption at 34% despite only being on the scene for less than a year. Plus, Spotify is making moves toward video with a 70% increase in video content on the app in the past year alone. With that said, video offers a unique opportunity to reach new audiences and boost discoverability on two of the largest podcast apps. 

However, simply adding a video element to your podcast isn’t enough to guarantee success. Video podcasts require careful attention to quality and presentation. For example, 70% of audiences prefer to see hosts and guests together, live in the studio, indicating that production value and chemistry are key.

2024 reports to have on your radar

Who are this year’s podcast listeners? What are their expectations? Dive into the latest research from companies like CoHost, Sounds Profitable, and Edison Research.

• CoHost and Sounds Profitable released The Impact of Branded Podcasts Report, which reveals how podcasts affect brands and their associated challenges and investments
• Quill and Ipsos shared The Podcast Marketing Trust Index Report, detailing how branded podcasts influence listeners’ perceptions and purchasing decisions 
• The Podcast Marketing Academy put together the Podcast Marketing Trends 2024 Report which is dedicated to revealing the factors that contribute to podcast growth
• Quill’s Branded Podcast Study reports on the impact, lessons, goals, and next steps of their clients’ podcasts to help brands determine if podcasts align with their goals
• CoHost created The State of Podcast Agencies 2024 Report which highlights the challenges, opportunities, and trend predictions for the podcast agency landscape
• Edison Research released The Podcast Consumer 2024 which reveals that podcasts are reaching and resonating with more people – across all generations – than ever 
• Veritonic put out an Audio Ad Study to gauge Americans' perceptions of audio ads compared to other channels and mediums. Podcast ads were the top performers
• The Ad Nauseam Report from Sounds Profitable dives into the extent of listener ad-skipping behavior. They found that podcasts can mitigate ad skipping as long as they “respect the listeners’ expectations”
• The Podcast Landscape, by Sounds Profitable and CoHost, reveals who podcast listeners are and what they want from the shows they listen to 
• The State of Business Podcasting Report by One Stone Creative reveals that only 5% of the top 100 business podcasts are released in seasons

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Tech talk: 2024’s podcast tech highlights 

Globally, podcasting continues to gain popularity and evolve right alongside technology. Here are some tech launches from this year that you’ll want on your radar.

• CoHost updated their B2B Analytics feature to include Job Role and Seniority data alongside more advanced filtering capabilities
• Is this thing on? Sennheiser launches a three-in-one microphone that works as a clip-on, a hand-hold, or a tabletop and RØDE releases the smallest microphone yet
• Ausha launched Ausha Intelligence, an AI tool for creating search-optimized show notes and promotional content with customizable prompts
• The podcast platform, RSS.com, has patented AI-driven technology that replicates a host’s voice and style for scalable, real-time customizable ads using contextual data
• AI audio platform Adthos has expanded its library to include 4,600 voices in 200 languages
• On the flip side, Listen Notes has flagged over 280 AI-generated podcasts from Google’s NotebookLM as spam, calling them a threat to podcasting.
• Podcast marketing agency, Podcast Discovery, has launched the Virtual Studio, which includes a custom 3D-modeled virtual studio and a professional camera and lighting kit
• Blubrry released Vid2Pod, a service that converts YouTube videos into audio podcasts
• Cloud Phone, an affordable mobile operating system alternative for smartphones, has launched PodLP, a new podcast player that has been installed over ten million times 
• Adblock Podcast, created by Micah Engle-Eshleman, allows listeners to skip ads for a fee. The revenue is shared with podcast creators
  

What this means for you:

Unsurprisingly, there’s been many AI launches this year. From automated show notes and promotional content to customizable ad voiceovers, these advancements are designed to save time while maintaining quality (as best they can). However, the rise of AI also brings the proliferation of low-quality, AI-generated podcasts, that new tools flag as spam. While AI is great at automating promo, podcasters shouldn’t be relying on it to voice their episodes.

Speaking of what AI can do, numerous tools have come out this year designed to repurpose your podcast content – like Blubrry’s Vid2Pod, Ausha Intelligence, and Podcast Discovery Virtual Studio. All of these launches reinforce that podcasts no longer live on one medium – podcasters need to reach audiences where they already live online.

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The 411: What’s new from top podcast companies

Some of the biggest names in audio released new capabilities and innovations in 2024. Learn what companies like Amazon Music, Apple Podcasts, and YouTube have announced.

• iOS 17 changes to Apple Podcasts made ads 30% more effective; however, these changes have also raised concerns about lower download numbers 
• iOS 18 brings chapters and titles to the platform
• Amazon Music adds audiobooks to the platform – a move targeting Spotify’s audiobook addition
• PodPage releases a new listener survey tool where creators can add their own unique questions
• Expanding upon its new video strategy, Spotify creates a more seamless way to share podcasts on TikTok 
• YouTube unveils AI-generated comments. That’s right – if you’re too busy to reply, an AI bot will do it for you
• Spotify is reportedly making seven-figure offers to ‘encourage video-oriented creators to distribute their shows to the platform.’ Efforts seem to be working, as there are more than 250,000 video podcast shows on Spotify—up from 100,000 last year

What this means for you:

The innovations this year are primarily aimed at deeper audience engagement and more sustainable monetization. Major platform updates—like Apple Podcasts’ improvements to ad effectiveness in iOS 17 and the addition of chapters in iOS 18, despite their kinks, show a clear push toward making content more interactive, accessible, and personalized. 

Tools like PodPage’s new survey feature and Spotify’s TikTok repurposing tool highlight the move toward deeper audience engagement and cross-platform promotion. For podcasters, this means not only refining content based on real audience insights but also leveraging creative, bite-sized clips to capture attention off the airwaves.

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Hot off the press: This year’s biggest news stories

From the closure of some of our favorite companies to the medium making new strides in social and political arenas, here are some of the biggest stories that defined podcasting in 2024. 

• Two beloved podcast companies closed their doors: Chartable and Pacific Content. Lower Street has since acquired Pacific Content and some of the Pacific Content team went on to create Sequel 
• Quill Podcast Agency ranked 10th on The Globe and Mail’s Top Growing Companies List with 4,186% 3-year revenue growth
• Three Spotify companies withdrew from IAB certification at the beginning of the year, but after customer backlash, they re-joined in June
• This American Life launched a premium subscription, "This American Life Partners," citing a 30% drop in ad revenue due to market changes; subscriptions are handled via Supercast and Apple Podcasts
• Kamala Harris appeared on Call Her Daddy and Donald Trump was featured on This Past Weekend With Theo Von and The Joe Rogan Experience. Edison Research found that Trump reached over 3x the number of listeners 
• The French podcast production company, Paradiso Media, went bankrupt 
• Kast Media, the podcast production company accused by comedian Theo Von and others of owing millions to content creators, filed for bankruptcy ‍
• New York Times’ podcasts are paywalled with most only having the latest two episodes available for free. Fans of The Daily: the latest three episodes are free ‍
• The Joe Rogan Experience and Call Her Daddy are no longer Spotify exclusives
• SiriusXM lost Office Ladies to Audacy but signed a $100 Million three-year contract with Smartless‍
• Alex Cooper, host of Call Her Daddy, was brought to the 2024 Paris Olympics by NBC to host a live watch party, providing real-time commentary from Paris
• As of November, Apple takes a 30% cut from all Patreon creator payments made through its iOS app, just like it does for Apple Podcasts subscriptions 

What this means for you:

With figures like Kamala Harris and Donald Trump guesting on top shows, and podcasters like Alex Cooper gaining visibility at major events, podcasts have played a key role in shaping cultural conversations this year. This underlines the importance of securing high-profile guests and tapping into timely, culturally relevant topics to capture listener attention and expand reach.

Moving over to monetization, This American Life introducing a premium tier, Apple’s new cut of Patreon payments, and The New York Times’ paywalled episodes emphasize a broader shift towards listener-supported models. With some companies and networks citing ad pressures, podcasters may want to consider direct-to-consumer models like subscriptions, exclusive content, or value-added tiers to maintain revenue streams.

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Creating a binge-worthy playlist: 2024’s podcasts for your playlist

With more than 5 million podcasts and more than 70 million episodes between them, here are this year’s top launches and fan favorites to save for later.

• The podcast that started it all, Serial, returned for season 4 all about uncovering the truth behind Guantanamo Bay 
• Wondery released several binge-able series including Kill List, The Spy Who, and Hysterical 
• Daily Mail podcasts are now available in the US
• In The Dark returns with The New Yorker for Season 3 dedicated to The 2005 Haditha killings conducted by U.S. Marines. They also released a mini-series called The Runaway Princesses that exposes abuse and injustice within the Dubai royal family
• Goalhanger experiences record-breaking success with shows like The Rest is Football and The Rest is Politics
• SmartLess Presents ClueLess, a bite-sized brain teaser podcast
• Northwestern Mutual released A Better Way to Money™ a podcast that helps listeners navigate smarter ways to save, spend, and splurge
• Yelp’s Behind the Review features conversations with reviewers and business owners, shedding light on what leads to a one-star or five-star review
• Season 1 of Momentum by Team Canada celebrates the stories and accomplishments of five brave athletes in light of the Paris 2024 Olympic Games
  
  

Tap into trends: Podcast predictions for 2025

Podcasting is a rapidly evolving industry, so staying ahead of the curve isn’t just an advantage, it’s a necessity. Here are some trends we’re witnessing now that we think will be following us into 2025: 

Video killed the podcast star?

While the second largest search engine, YouTube, has already secured its spot in video podcasting, other platforms are quickly following suit. In June, Spotify rolled out video for all podcasts on its platform – regardless of whether you’re hosting with them. 

Fast forward to today, the platform has 250k video podcasts – up from 100k last year – and the company is making 7-figure deals to bring more video creators to the app. Just in the past few weeks, Spotify has even changed “Spotify for Podcasters” to “Spotify for Creators” to be more inclusive of audio and video content.

Both new and established audiences are also turning to video with 64% of podcast listeners finding YouTube to be a better podcast experience compared to audio-only formats and 65% of listeners consuming podcasts on YouTube are consuming them for the first time. 

With these numbers in mind, the impact of video on podcasting only looks to ramp up in 2025 – so much so that 75% of people voted that the official definition of a podcast should include audio and video. 

CoHost Tip: If you’re looking to leverage video in 2025, check out our guide to creating a video podcast that sounds (and looks) great.

AI to streamline podcast workflows 

AI has undoubtedly made a considerable mark on the podcast industry. Whether through AI-generated transcripts, voice recognition, or personalized content recommendations, AI-driven podcasting reaches 45 million Americans each month and AI-powered podcasts have experienced a staggering 500% growth throughout 2024. 

While some creators and companies have taken the potential of AI in podcasting a bit too far – think AI cohosts and voice cloning – we anticipate the majority of audio folks will continue to leverage AI for streamlined promotion and distribution. 

For instance, we’ve seen many tools – from Ausha Intelligence to Descript’s AI Text to Speech  – help transform podcast content into compelling social media posts, audiograms, video clips, and more. We predict that this list will only become more extensive in 2025. By cutting down the time creators spend on promotion, these tools allow them to focus more on production and strategy. 

Remember: while the promise of AI is high, it’s nothing without human intervention. 

CoHost Tip: To learn more about how AI can optimize your podcast workflow, download our complete guide. 

Influencers and branded podcasts 

Influencer marketing is already a trusted strategy with 40% of marketers currently utilizing the strategy and 63% reporting more leads from influencer content compared to brand-centric content. 

When you think of influencers, your mind probably goes straight to TikTok or Instagram, but forward-thinking marketers are now turning to podcasts. One reason for this is that influencers bring a sense of authenticity and trust to their audiences—things that are often challenging for brands to achieve on their own. When combined with the intimate, long-form nature of podcasts, the listening experience feels like a conversation with a friend. 

The numbers back this up with 66% of Gen Z and millennials trusting influencers as they would a personal recommendation and 63% of consumers reporting that they’re likely to buy products from influencers they follow. 

Looking into 2025 we foresee more brands levelling up their influencer marketing strategy with podcasts. By tapping into the loyal audiences that influencers bring and the long-form, candid nature of podcasts, brands build affinity, enhance their thought leadership, and get in front of more high-quality leads. 

CoHost Tip: If you’re interested in leveling up your influencer marketing strategy with branded podcasts, check out Quill’s complete breakdown. 

The prominence of paywalls

With the era of exclusivity coming to an end, we’re seeing the rise of new, listener-funded monetization models. 

These can take a few different forms, but the overall premise is the same: loyal fans pay to listen to your podcast. For instance, as of this year, only the latest two episodes of NYT’s podcasts are available for free, the majority of The Economist’s podcasts are paywalled – the list goes on. 

Apple Podcasts and Spotify have noticed this shift and offer subscription-based services that allow podcasts to provide paywall content. This includes additional episodes, behind-the-scenes content, personalized content, and more. Spotify and Pateron teamed up in 2023 and Apple Podcasts launched the Apple Podcasters Program earlier this year to allow creators and networks to sell subscriptions to their show(s). 

Some of the benefits of paywall content for podcasters include sustainable monetization and deepening connections with loyal fans. However, we will caution that the success of paywalls hinges on a delicate balance. If you put too much content behind a paywall, you run the risk of limiting your reach and alienating new listeners. 

CoHost Tip: To learn about more ways to monetize your podcast, check out our complete guide. 

Podcasts on the political stage

Politicians are increasingly recognizing the power of podcasts—not just as a platform for political debate but as a way of fostering authentic connections with younger audiences.

As Gen Z increasingly turns to podcasts for news and cultural engagement, politicians are meeting them on their terms. This convergence has made podcasts the "hottest stop on the campaign trail," as PRWeek aptly noted.

We’ve seen this play out most notably in the recent U.S. election. Kamala Harris and Donald Trump appeared on popular podcasts like Call Her Daddy, The Joe Rogan Experience, and This Past Weekend with Theo Von. Why? Because they know exactly where to find young, engaged voters: on podcasts.

This growing move toward podcasts isn’t just about reaching audiences in new ways; it’s about tapping into a cultural shift in how younger voters consume information. Younger audiences are tuning out of TV’s polished political interviews, opting instead for casual, unfiltered conversations. Research backs this up with 61% of Gen Z listeners using podcasts to stay informed about social issues. 

Gen Z wants to hear about social issues and policy in a way that feels genuine, on platforms they already trust. In 2025 we can expect to see more politicians and leaders tap into unfiltered conversations and meet younger voters where they are. 

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Hello 2025 👋

Bringing this 2024 podcast roundup to a close, it's clear that while it’s been a somewhat challenging year in podcasting, the industry is showing resilience and securing podcasting’s spot in new arenas – from video to politics.

From new monetization streams and listener data to enhanced audience engagement capabilities and repurposing tools, podcasters have a wealth of opportunities to innovate and grow.

Looking into 2025, AI, video podcasting, diverse monetization streams, and influencer marketing are expected to remain central themes guiding podcasters. Adapting to and leveraging these trends is crucial for creators looking to stay ahead of the audio curve this coming year.

If you’re interested in streamlining your podcast workflow in 2025, make sure to get in touch with the CoHost team.